The leader in the inline skating industry, Rollerblade, wanted to cultivate a larger customer base while simultaneously learning more about those already in their communications network. In addition to this, they wanted to announce three breakthrough inline skates to the press and their devoted customers. Armed with a database ripe for advanced communications, Rollerblade needed to define a phased strategy to reach their audience with visually engaging, targeted communications.
Through their engagement with Annodyne, Rollerblade reached their audience with a series of three HTML and Rich Media email campaigns and a highly successful online contest. The campaigns were sent to press lists, Rollerblade’s house list, and targeted permission-based communications lists. Each campaign’s results surpassed the one proceeding, reversing the typical email marketing trend. This was the result of highly targeted segmentation, continually changing high-style design and a tactical transition to Rich Media.
Utilizing advanced campaign analytics, we were able to monitor the effects of the press’s interest in the announcements and watch the campaign take off on an international, viral whirlwind…that continues to be passed around even to this day. Rollerblade also achieved success in not only growing their house list through the influence of external lists, but also learned more about the habits, interests and needs of their current customers, enabling them to better profile and communicate in communications that follow.
